On Tuesday, Revolve Group launched Bellemint, a mobile app-based fashion styling game developed with Muus Collective, in the US. Bellemint targets a young, tech-savvy demographic by allowing users, or “stylists,” to create digital looks and purchase physical products on Revolve’s connected e-commerce site.
“Research shows that Gen Z spends more time playing games than social media, so this is the next logical space to build a presence for Revolve,” said Revolve CEO , said Mike Karanikolas. “Bellemint aligns with our strategy by meeting customers where they already are, including on mobile devices and in gaming environments.”
Amber Bezahler, co-CEO of Muus Collective, said: “The shift from in-game style appearances to purchasing those looks directly brings brands closer to consumers in a way that traditional e-commerce cannot.”
The app is available on the iOS and Android App Stores and will be promoted on Revolve’s website and social media channels. Testing with consumers in Australia, Canada and New Zealand found that thousands of players in each region played for an average of 30 minutes a day in two to three sessions, Bezahler said. 91 percent of users were female and 70 percent were between 18 and 34 years old.
Sarah Fuchs, co-founder of Muus Collective, said: [young shoppers’] digital habits. ”
“Our [Bellemint] This strategy is focused on continually introducing new features, content and challenges, along with a steady stream of new products from Revolve,” said Karanikolas. “By keeping gameplay dynamic and aligned with the latest collections, we aim to maintain excitement and build a community of users who come back for both the experience and our evolving product offering.”
In early 2025, Bellemint will be integrated into Revolve’s loyalty program, allowing members to earn rewards for playing games. Features like in-app perks and double loyalty points for the first three months will give users a reason to keep coming back, Fuchs says.
“We want users to feel like they’re part of something beyond shopping,” she said. “This is about building a community of style enthusiasts who connect over shared experiences and rewards.”
The game is built on a dual monetization model, offering a free-to-play experience plus in-app purchases and advertising options.
Announced by Revolve Group in 2022, Bellemint’s initial focus was on bridging fashion and Web3 elements such as digital twins. However, the final product also includes loyalty benefits, real-world discounts, and “Shop IRL” functionality. “This evolution is about listening to our users,” Betherer said. “We are evolving to respond to them in a natural yet exciting way.”
The Revolve and Muus partnership is a multi-year endeavor. “We continue to develop Bellemint with active involvement from both companies,” said Bezahler. The goal is to launch globally by 2025 and establish Revolve Group as a leader in the e-commerce integration game, alongside other fashion games like Drest, which is dominating the market through brand partnerships.
Over the past two years, brands like Burberry, Gucci, and Ralph Lauren have launched unique brand experiences within established platforms like Roblox, Decentraland, and Fortnite, blending fashion and virtual interactivity to reach younger audiences. I’ve been working on the game by doing this. But very few experiences are owned by brands.
“Games allow brands to connect with customers beyond transactions,” said Betherer. “We are building a community where style and play coexist, shaping new ways for users to interact with fashion in real time.”
On August 8, Revolve Group reported its second quarter results, with net sales reaching $282.5 million, an increase of 3% year over year. Diluted earnings per share increased significantly to 21 cents, an increase of 110%. Gross profit for the quarter totaled $152.6 million, also an increase of 3%, and gross margin was 54%, reflecting an increase of 7 basis points. Revolve Group is scheduled to announce its third quarter financial results on November 5th.
